DOE OSTI2021
The overarching goal of this project was to deepen the understanding of the social and economic aspects of solar adoption, with a specific eye towards any pathways or barriers that could be identified that directly impact low and moderate-income households. Specific objectives included (1) identifying and assessing significant non-economic barriers that complicate the ability of LMI households to adopt and benefit from solar, even under scenarios with low economic barriers; (2) assessing the differential ability of groups to benefit from solar adoption based on their ability to invest in different solar innovations; (3) explaining why some LMI communities nonetheless experience significantly higher rates of solar adoption and benefit than others; (4) developing a methodological model for generating data addressing key issues to the project; and (5) designing and developing an interactive web portal that aggregates existing datasets, provides researchers trend analysis capabilities, standardizes project protocols for other states and communities; provides the opportunities for researchers using the same protocol in other communities to upload their results; and engages with the general public by providing them the ability to upload their own perspectives and stories of solar technology adoption. Through a common framework for conducting semi-structured field interviews. In partnership with cooperative extension services, in conjunction with survey research and the aggregation of existing solar adoption datasets, this study has identified that currently ,there is a strong values alignment and knowledge access challenge that continues to affect solar adoption. Participants in this study – many of whom are either low or moderate-income and/or live in underserved rural communities do not believe solar is an option where they live or believe solar is appropriate for their lifestyle. This perception challenge is further exacerbated by the absolute dearth of adopters in most communities and a total lack of local marketing for solar energy. What marketing that does exist is geared towards audiences other than those in the participant's community, reinforcing a perception that 22% of survey respondents (n = 1,551) have: that solar energy is not meant for them and their community. Overcoming these serious human challenges pertaining to knowledge and marketing are critical to reducing the customer acquisition costs incurred amongst LMI communities and especially those in rural America where the opportunities solar provides to increase local energy resilience, security, all while engaging in personal stewardship of the planet could align with local values. Community-Based Social Marketing, built in partnership with community leaders and geared towards meeting local visions of ideal life, is a near term opportunity to bridge the gap between local priorities and national market and policy imperatives for solar while moving towards the administration's goals for renewable energy as part of a just and equitable decarbonization program. The tools and methods developed for this study can serve as a template for identifying other specific local challenges for solar adoption in other state, and provide the opportunity for a common data framework for understanding system-wide trends and barriers to achieving uptake of residential solar in communities that may, ultimately, benefit the most from the technology.